How To Build a LinkedIn Audience From Scratch

This episode explores strategies for B2B SaaS founders to leverage LinkedIn for audience growth and lead generation. Against the backdrop of LinkedIn's unique characteristics—low content creation rates and predictable organic reach—the discussion emphasizes the importance of a clear value proposition for attracting followers. More significantly, the conversation delves into a content funnel framework, dividing content into top, middle, and bottom-of-funnel categories, with a focus on industry-specific thought leadership (middle-funnel) for optimal results. For instance, the speakers discuss the benefits of personal accounts over company pages for audience building and the ideal posting cadence (five to seven times per week). As the discussion pivoted to engagement, the importance of organic engagement and the potential pitfalls of engagement hacking were highlighted. Finally, the episode concludes with practical advice on converting followers into customers through clear calls to action, utilizing the newsletter as a key tool, and the strategic use of LinkedIn's short-form video feature.